Ministry of Health

The Objective

Raise awareness of an important social cause and drive the community to action

The Israeli Ministry of Health launched a nationwide campaign to raise awareness of organ donation's importance and drive new ADI card sign-ups. The ADI card is one of the National Transplant Center's essential tools to raise awareness of voluntary donations. The signature of an ADI donor card testifies to the willingness of the holder to donate their organs after death and to help save lives.

The Israeli Government Advertisement Agency and the Ministry of Health acknowledged that this campaign presents distinct challenges compared to conventional campaigns due to its unique content and sensitivity. Additionally, they also understood the critical role of TikTok in reaching relevant audiences and driving action effectively.

TikToks' unique audience type, with both Gen Z and millennials, came to help in this matter; as younger generations tend to be more socially conscious and value social causes, they are often driven by a desire to make a positive impact on society. Organ donation, with its potential to save lives and contribute to the well-being of others, aligns well with the values and aspirations of the TikTok community.

The Solution

Maximizing Campaign Performance by Leveraging TikTok In-Feed Ads and Pangle

To tackle these challenges, the campaign featured a series of in-feed ads that were a short version of the TV campaign videos. The ads tell the stories of people whose lives have been saved by organ donation. TikTok In-feed ads are native video ads designed to blend in with the TikTok For You page. The videos were created by the Israeli Government Advertisement Agency and were promoted on TikTok by WEB3 digital agency, delivered in Arabic and Hebrew to large audiences aged 18+.

The campaign tone and style were designed to be both informative and engaging, telling the stories of real people who had been affected by organ donation in a way that was both heartwarming and thought-provoking. The videos were also designed to be visually appealing, with catchy music and bright colors.

The Ministry of Health also used Pangle, our video advertising platform offering interactive and high-performance in-app advertising solutions.

The Results

Driving Awareness and Positive Change with low CPA

The campaign yielded exceptional results, with over 1,000 people signing an organ donor card through TikTok, more than 990K website clicks, and an average CPA that was 26.7% lower than on other platforms and an impressive 26% CTR.

TikTok, with 24% of the digital budget, drove 95.3% of website visits to the site, three times more than other platforms. This indicates the ability of TikTok to drive high engagement. The campaign also generated positive buzz on the platform, and many people shared their stories about organ donation.